The IoT smart toys market has zoomed upwards in only half a decade. Only a generation ago, video games and electronics began to compete with traditional toys. Now, according to an article by John Gaudiosi, “Skylanders: Spyro’s Adventures has sold over $3 billion worth of Skylanders games and toys worldwide.” Toy giants like Disney, Warner Brothers and Nintendo have also launched smart product franchises.
“Liam Callahan, analyst for the NPD Group, says there’s been a 48% growth in toys to life sales from software, figures, and accessories between March 2013 and March 2015.
According to a new report from the NPD Group, cross-ownership of Disney Infinity, Skylanders, and Nintendo amiibo figures is fairly high, with 41% of owners saying they have two or more games at home. That’s good news for new entrants to the market like Warner Bros.”
There is plenty of room for new contenders in smart toys
Lego, which boasts perhaps the most recognizable toy in the world, successfully entered the video game and film markets, so smart products was the next logical step. Earlier this month, Keith Stuart reported on how the Warner Bros’ Lego Video game, LegoDimensions, lets players “place real minifigs and blocks onto a special sensor pad so that they appear in the onscreen action”.
The game includes characters from multiple licenses, from The Lord of the Rings’ Gandalf and Frodo, to Batman and other comic book figures.
Creating smart toys like these is a must for the toy industry, which needs to keep up with a generation of increasingly tech-savvy children. We’ve been helping manufacturers adapt their toys to keep them relevant for a new generation of users. The possibilities are endless, and it’s up to industry players to keep track of smart features and find a way to make their toys smarter.